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CEO ʿ 귣 7
ۼ (kum3404) ۼ 2013/08/19 ȸ 3772
(Essence), ǰ پѴ 귣 (Essence) ÿ 4P ͽ ϴ ǰ(Product) پѴ Դϴ. ô뿡 ǰ ü ǰ ߿ ڶŸ ƴ϶ 翬 ߾ ʼ Ǿϴ. ǰ ȭ ص ƴ, 귣带 ȭ ִ ־ մϴ. ̷ 鿡 ǰ ȿ ų, ġ, ö 귣 귣 ֽϴ. ȿ ʴ ȥ  ֱ Դϴ. 귣 ö Һڿ ŷڰ ϰ ִ ϰ ݴϴ. ٸ 귣 ü ǹ̰ ܳ⿡ źź 踦 ΰ ݴϴ. ϴ Ҵ 'ܼ(Concept)' (Origin)'Դϴ. ϰ̶ 뱤θ , 귣 ð ϰ ˴ϴ. 귣 ܼ ǹ ù° 'ܼ(Concept)' Һڰ  귣带 Ӹӿ Դϴ. ܼ 귣尡 ư մϴ. ׷⿡ ܼ 귣 ҵ(, , θ, ̺Ʈ, ü, VMD ) ޶ٰ ǰ ÿ 귣 Һ ̸ ڿ Ű մϴ. 귣带 Ѵٴ 귣 õ Һ (Perce ption) Ѵٴ ǹε, ׷ 鿡 귣 ܼ(Brand Concept) 귣 Ǵ ü ̹ ±⵵ մϴ. 귣 ܼ ü ǰ 귣 ҷ, 귣带 ѷ ð ̹ ˴ϴ. ܼ 귣 Ѹ ֽϴ. ܼ 귣 ϰ ⿩ 1837 ̱ 忡 ƼĴ(Charles L. Tiffany) (John B. Young) ƼĴ(Tiffany) ȸ, 귣Դϴ. 176̳ 귣 ܼ ŷ ûȥ̶ ǵ˴ϴ. ƼĴϿ ħ̶ ȭ 帮 ŷ ̹ Ӹӿ 귣 Ƹٿ Ͻϰ ϴ. Ÿ 귣 ǹ ƼĴ 귣 Ÿ ˰ =Ÿ ûȥ=̾Ƹ=ƼĴ=Ÿ ȥ̶ ֹ()̴١ ̾߱ մϴ.(귣, 2010, p102) ƿ﷯ ̷ ܼ ð Ŀ ǥ ־ ū ƼĴ ÷(Tiffany Color) Ҹ źο ÷ ϰ Դϴ. 176Ⱓ ϰǰ ؿ Ƹٿ ÷ Ұ ƼĴϸ Ǿ, ܼ ϰ յǾ Һڵ ƼĴ ÷ ȭƮ÷ ո ٷ Ȥ ƼĴϸ ø Ǿ Դϴ. 귣 ũ Ȳ 귣 ܼ Ȯ ۿմϴ. ̰ ϰǰ ɼ 귣尡 ϴ. 귣 ǹ ° (Origin) 귣常 Դϴ. 귣尡 ź 귣常 ִ Ư մϴ. ܼ 귣 Ѹ ö̶ 귣 縦 ϴ Ұ ˴ϴ. īװ μ ִ ϰ ̹Դϴ. ̰ ð ŵҼ 빰 Ǿ ܳϴ. ó: мλƮ 2013.8.12
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